'' U.S. faces power shortage
unless nuclear use expands
WASHINGTON (UPI)
The United States could
suffer severe electrical
shortages - and perhaps
even power blackouts
within as little as four
years unless prompt steps
Care taken to expand.the use
of coal and atomic energy,
electric utility officials
warned yesterday.
Reporting on power plant
reserve capacity and fuel, ,
the National Electric
Reliability Council said the
• situation could be
especially critical if recent
court rulings and potential
legislative action slow the
growth of nuclear power
generation.
"Unless the electric
• utility sys_tems of this
country are able to con
struct and. operate as
presently scheduled the
Antitrust
bill passes
WASHINGTON (UPI) A
pajor antitrust 'bill which
Auld empower states to
obtain triple damages against
businesses convicted of price
fixing schemes passed the
Senate yesterday.
The bill would also sub
stantially broaden the Justice
Department's and the
tederal Trade Commission's
subpoena powers to pursue
antitrust investigations.
The measure would further
require major corporations to
notify the government well in
can manage—most of the time with
out doing anything but pressing the
Record and Play buttons.— to make
recordings that are essentially indis
tinguishable from the best original
material I can find to tape.
The Advent 201 is a combination
both of the kind of tape machine
that Advent felt people would really
value and make good use of in a
home and of the design that make
recording as easy as it should be. To
accomplish the latter, Advent had to
do some things—such as using one
precise and expensive VU meter
instead of the standard two cheapies
—that, from the standpoint of the
chromy "sales features" that ads
usually shout about, made the 201
look less impressive than dozens of
machines it can actually run rings
around. -
\That turned out all right, since
enough people seem to be able to
separate appearance from reality,
particularly if someone bothers to
point it out to them in a store.
Advent Proceis CR/70'
Cassette Recordings:
A slightly different case. Having
made a cassette machine that could
indicate the. potential quality all
recorded cassettes could have,
Advent decided it would be enjoy
able and worthwhile to make some
commercial. cassette recordings thit
could indicate to the public and the
big record companies just how ter
rific mass-produced commercial cas
sette releases could soUnd. Which
they did. There are now about forty
"Process CR/7OTM cassette releases
at Advent dealers and some of the
bigger record stores. They are some
thing to hear.
These tapes, and more to come,
wouldn't be around if Advent were
, 114 ,„
i ikt,:- . *** * -aft -111114?-1
an every-product-has-to,make-a
bundle company. Advent doesn't
expect the Process CR/70 Tapes, in
the relatively small quantity they
can be produced by an audio manu
facturer, to do much more than break
even. It feels that some products that
support others and help the com
pany's overall reputation don't haVe
to make bells ring in the Controller's
Office—that the overall health'of the
company depends on a balanced
effort to put the right total product
out into the world.
I think that's a terrific attitude,
especially at a time when the make
money-every-step approach seems to
be helping prices climb toward the
stars..(They'll never make it; it's the
wrong way to travel.)
Some Other Attitudes
I Like.
As I sit here writing this ad (which
I think is going to turn into a two
page monster in Rolling Stone or
someplace), I keep remembering
that people often write Advent and
ask why they don't advertise more.
(Advent makes it into the hi-fi mag
azines three or four times a year, and
a couple of times in Rolling Stone
and here and there.).
Well, I can remember a Saturday
nuclear-fueled power
plants currently planned,
the United States will face
blackouts, voltage
reductions or rotating
outages as a, result of
serious shortages of
electric power by or in the
1980 s," said William
McCollam, chairman of the
council.
The council, which
represents utilities
throughout the United
States and most of Canada,
issued two new . studies
saying the absence of a
U.S. energy policy com
bined with unfavorable
governthent action could
result in both too few
generating plants and
insufficient fuel by 1985.
In the past year, the
council said, "the nation
has moved closer to the
advance of any mergers in
order to give the Justice
Department sufficient time to
study whether any antitrust
laws have been violated and
seek a stay in federal court.
Yesterday's final vote was
69 to 18 and sends the
measure to the House. House
approval would send the bill
directly to President Ford
where its fate is uncertain.
The bill passed despite a
bitter filibuster by Sen.
James Allen, D-Ala., before
the Labor Day recess.
Allen believes the bill is
unconstitutional and will tend
to encourage state attorneys
general to go after companies
solely to advance their
political popularity.
But - supporters of the
Measure argue that com-
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brink of a severe electric
energy crisis."
"Lacking ... decisive
governmental action, the
United States is !likely to
face serious shortages in
electric energy supply in
some regions as early as
the late 1970 s and in others
by the early 1980 s," it said.
One report said reserve
generating capacity—the
ability to produce more
electricity than is needed
at the peak of the summer
and insure a reliable
supply of electricity
despite equipment break
downs—could decline from
the present 30 per cent to
between 12 and 22 per cent
in 1985. It said that figure
appears . adequate
nationally but some in
dividual regions are in
worse shape.
panics which stand to make
millions of dollars in profits
through infractions of the
anti-trust laws are not
deterred by existing penalties
of a few hundred thousand
dollars.
The triple damage
provision, they argue, will act
as a major deterrent to future
price fixing schemes.
The bill's sponsors, seeking
to avoid a time-consuming
congressional conference
route—by which the House
and Senate iron out their
legislative differences—have
worked out a compromise
measure with the House
Judiciary . Committee
Chairman Peter Rodino
which they believe will win
House approval.
afternoon six or seven years ago
when my wife (Rosemary, mother
of Chris, Ben, and Tom) and I went
into the Advent factory to see a very
early prototype of the Videoßeam
TV set.
We were standing around talking
to Advent's President (Henry), and
the first thing that happened was
that one of his kids (Jennifer), who
was \ having a good time running
around among all the dead ma
chines, came up to us with a toy that
had broken. I don't remember what
- the toy was anymore, but I do
remember .that what had broken was
one of those two-cent somethings
on which the whole fun of the toy
depended—and which the manufac
turer had to know 'would break very
early in the game.
Henry was, to put it mildly, a bit
annoyed. And after telling three
year-old Jennifer that people should
not make things like that, and he
was sorry that they did,- he started
on a stream-of-consciousness as to
how a manufacturer ought to think
of his responsibility to people. And
on boy/ Advent was going to do
things (like building a strong servic
ing incentive into the structure of
prices that dealers would pay for
Advent products) to try to insure the
best possible treatment of customers
if anything ever went wrong with a
product. (The policy seems to have
worked pretty well, since the few
people who have trouble with
Advent products seem to feel even
better about them afterward than
they did before.)
And then, looking at me as if I
were the potential advertisingrman
enemy, he said that this time (as
opposed to last time, when a previ
ous company had been taken over by
a corporate giant and changed a lot)
he and Stan and Fred (who had
also come over from Company X to
Advent by then) were clearer than
ever on certain matters. The biggest
—which I had better understand—
was that the only advertising money
they were going to build into the
price of Advent products was a rea
sonable cost for informing people
about stuff once in a while—not a
budget related to persuading any
body to buy. It was just plain
obscene to make people pay, in the
final price of a product, for having
been saturated into buying it with
ads that hit you every time you
looked up.
That attitude of Advent's was just
fine with me, since I'd come close to
throwing rocks at TV sets a number
of times—particularly during some
of those cold-pill commercials, when
I knew (as good old Advertising Age
had told me) that between 70 and
80 per cent of the cost of the product
was in its advertising.
I also felt good when I learned a
few weeks later that Advent's mar
keting strategy was to pick a small
number of dealers, the ones who
knew the most about equipmerit and
had the best, least confusing environ
ments for people to listen in, and
sell to them rather than every drug
store. Part of the reasoning was that
if the price of a product to the cus
tomer wasn't inflated by factors like
saturation advertising, it could be
very low and still have enough mar
gin to support a healthy business for
the dealer. If the product were then
really good enough, word-of-mouth
advertising from pleased customers
(plus the product doing its own
Saturday buses to Lemont discontinued
Change
By KAREN FISCHER Eloth routes will run five days a week,
Collegian Staff Writeron an hourly basis from 7 a.m. to 6
The X bus route will be modified by p.m.
Oct. lof this year, and two new routes • The new routes were proposed by
td replace the X and H routes will Miller because Tot trees has con
begin Jan. 1, the Centre Area tributed 50 per cent more money to
Transportation Authority decided the authority this year, and CATA has
yesterday. contracts with Hills and the Nittany
Starting in October, the X route will Mall.
not go to Lemont on Saturdays Thomas Collins, a member of
because, according to ridership CATA and the Finance Committee,
figures, most people there use the bus stressed that ridership figures must
mainly to commute to work during , increase on these new routes or the
the week, James Miller of CATA said. routes will be evaluated and
One new route will go from Toftrees modified. He also said that CATA can
to the eastern part of College Heights, only afford these routes for six
into town, out to Hills Plaza and then months because of a $14,000 cut in
back again. The other will go from the funding by the Pennsylvania
Nittany Mall to campus, town, the Department of Transportation.
western part of College Heights, to PennDOT made the cut because the
town and then back to the Mall again. demand for assistance from across
Few Swedes escape tax woes
STOCKHOLM, Sweden (AP) Ingnriar Bergman
fled Sweden in a rage over what he called income
tax persecution. Gunilla Jansson, who is neither
rich nor a famed movie director like Berman,
stayed behind, her anger just as real, but with her
life re-cast by the tax man.
Bergman chose to move „ to Munich, West Ger
many, and will soon begin a film called "The Ser
pent's Egg,” a story whose vague theme is money.
Without Bergman's mobility, Mrs. Jansson says
she closed her private practice as a physical
therapist because of taxes, and went to work for the
Swedish state, a painful compromise with her
ambitions
"Bergman carries his worth around with him in
his. head," she said. "He could go anywhere. I'm
just another body." ' •
Statistics are difficult to compare, but Jan
Bjorklund, information director of the National Tax
Board, says he wouldn't argue with a description of
Sweden's' tax system as the toughest in the world.
Israelis sometimes pay more, and the U.S. Internal
Revenue Service has a reputation for vigorous
pursuit of fraud, he says, "but what we consider
ordinary, they think of as extraordinary in most
places." ,
This means: a businessman earning $36,000 a
year retains $13,240. A factory worker whose yearly
advertising 'when it was turned on
for a friend in somebody's house)
could help create a steady stream of
business that would be so easy and
efficient for a dealer to handle that
things would get better as they went
along. •
I thought that was a super-intel
ligent approach g s . t the time, and I
like it even more now when I see
supermarkets more and more full of
mediocre, essentially identical prod
ucts, with prices reflecting tremen
dous expenditures to bend people's
minds to buy them.
I think Advent's attitude is almost
a prototype for doing business in
today's world. I don't think it's
super-moralistic or holier-than-thou.
It simply represents adult, responsi
ble behavior.
And, by the way, it works. For
example :
The Advent Loudspeaker.
Every reader-survey'rve seen by
the hi-fi magazines (and Rolling
Stone) over the last two years indi
cates that the Advent Loudspeaker
is the best-selling speaker in the
country.
Now, when the Advent Loud
speaker can become a best-seller
even though it's sold only by about
180 dealers in the country (as
opposed to thousands for some of the
big-name, mass-distribution types),
and when the company spends less
than a percent of its income for
national advertising on all its prod
ucts (the speaker gets less than a
third of that), it is obvious that the
word about an exceptional product
gets around.
_
The speaker is every bit worth its
reputation and sales. I've been lis
tening to every shape, size, and price
of speaker I know of since 1949, and
I don't know of any speaker at any
price (and there are some that cost
ten to twenty times what the Advent
Loudspeaker does) that has wider
usable frequency response or that
strikes me as having better, more
natural sound. There are other good
ones, and some that sound different
on particular material (some people
would think better, some worse—
and there's obviously room for taste
on such judgments). But I've never
heard any I feel has more to offer
for day-after-day listening on all
kinds of musical material in a home,
in X bus route to begin Oct. 1
salary is $lO,OOO takes home $6,200. A very suc
cessful executive who makes about $340,000 gets to
keep $67,000
The Tax Board's control division has had the
power since the beginning of the year to enter any
business office and remove tax records without a
court order. With a subpoena, it may enter homes.
Almost every one of five million tax returns is in
dividually checked.
In return for high taxes and strict enforcement,
Sweden's welfare state provides free education, a
medical care program under which the maximum
price for a visit to a clinic is $3.40 and generous sick
and retirement pay. Someone making sll,oooa year
gets 90 per cent of that if he's sick and $8,700 a year
at retirement.
Bergman says he suffered a nervous breakdown
after his arrest and interrogation this spring on tax
evasion charges. A criminal charge against him
was dismissed, but another administrative in
vestigation is going forward. Bergman left Sweden
saying he had no intention to live in a place with a
"bureaucracy that grows like a galloping cancer."
"I felt humiliated," he told a newsman in his first
interview since the affair. "I couldn't just sit here
like a sacrificial lamb. That's not my role in life. So
I got up and left. It wasn't a politically motivated
The Smaller Advent.
Advent's attitude toward things is
also pretty well indicated by another
speaker, The Smaller Advent Loud
speaker. That came about because
the Company saw the chance to get
the same frequency response and
overall sound as the original's for
half the size an 4 two-thirds the price
in a speaker whose only limitation
would be that it couldn't play quite
as loud as the original. (You'd have
'lard time noticing the difference.)
'pro
by
ince
'ent
thinks products ought to do what
they can and find their own place.
(What happened is that the sales of
the original increased and the
Smaller does fine too.)
Farewell
and Thank You.
The reason I can write an ad like
this (and believe that Advent will
pay to print it someplace) is that I
think there's room in advertising for
people to state personal feelings, if
it's with the idea of presenting infor
mation that does justice to the
reader and the things described.
I hope I've done that, and if there's
anything you would like to say back.
I'd be happy to hear it via a letter to
Advent.
Thank you for reading this.
1.
4„s:r - ---'-g-f•-•,tl We sell what you want to hear.
*.
High fidelity
House
366 East College
across from McLanahan's
237-8888
The only authorized Advent
dealer in State College.
Advent Corporation
195 Albany Street
Cambridge, Massachusetts 92139
the state was not yet known, William
Barrett, CATA manager, said.
However, Barrett said, PennDOT
may give CATA more funds later in
the year if ridership trends continue
to increase.
Collins stressed that good ridership
figures on these new routes are
essential for obtaining additional
funding and keeping the new routes in
service.
Barrett told the authority that he
has received many complaints from
riders of the RE and R bus routes
because they have been unable to get
on a bus in the early morning. It was
estimated that 90• to 100 people were
left to wait for a later bus this morn
ing in the Parkway Plaza-Waupelani
Drive area. .
Barrett said two RE buses and one
ATTENTION SOPHOMORES!
Alpha Lambda Delta, - Freshmen
Honor Society - is now accepting
applications for admission. If you are
4th or sth term and have a 3.5 cumu
lative average, you are eligible. Pick
up a form _at the HUB desk and
return it by Friday, Sept. 10 to the
address stated therein.
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Hairstyling,/or men & women
Naturalizing
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Reg. $l4. $lOO
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Now thru Sept. 18
The Daily Collegian Thursday. September 9. 1976---
R bus are operating in the morning,
but a new R will be added im
mediately to help with the overflow.
Barrett -- also received complaints
because the W bus cannot stop in
Ferguson township. Barrett ex
plained that since Ferguson Town
ship does not contribute to CAM.,
they do not receive service. Park
Forest receives service because it
contributes, he said.
In other business, Barrett said
shuttle buses to and from the football
games will be in service on game
weekends. Tickets, on sale at Schlow
Memorial Library on Beaver Avenue
the day of each game, will be 50 cents
one-way and one dollar for a round
trip. No ticks will be sold at the
stadium.
action or revenge. I haven't regretted a minute of
it."
But Mrs. Jansson her real name is not used
because she is now a government employe has
regretted the loss of her practice. And she insists
she is a much more typical victim of the system
than Bergman. In setting up her private practice,
Mrs. Jansson said she had to pay her own social
security, health insurance and an employer's tax
even though she had no employes. She said she
made $14,000 a year and was paying 60 or 70 per cent
of it in taxes.
"I never had more than $2OO in hand to live on,
and I was in the best bracket, because I was living
alone with my daughter. My entire time was spent
filling out forms, writing letters and seeing people
about what I owed the state."
Now, working for the state, she makes $977 a
month and takes home about $6OO. She gets an hour
for lunch, takes two coffee breaks and quits 45
minutes early "because everybody who comes to
the clinic comes when they can use it as an excuse to
get out of work and never at the end of the day.
So I'm part of the system. But I'm not proud."
Do your good deed for today.